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You need to get in front of the right person. You are not the only person with this idea. Think about the solicitations that go out during the Medicare Annual Enrollment period! There are TV ads! Mailings! Everyone is trying to get the prospect's attention. You are in a different world. You sell to businesses. Often, it's an issue of getting through to the right person.
1. Call on the phone. It sounds so simple and obvious. You likely get voicemail or the gatekeeper. Sometimes you strike it lucky.
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2. Call at odd times. Business owners keep longer hours than gatekeepers. They often equate a ringing phone with possible business. If they have sold in their careers, they usually have a degree of respect for the caller to hold a short conversation. You might need to call before work, early evening or on Saturdays.
3. Send an e-mail. Some people see them as something to be viewed immediately. OK, maybe not that many people. Span filters can be an issue. A compelling subject line can get their attention.
4. Write a letter. Who writes business letters anymore? It's so "out" it has become "in!" A professional, personalized letter written on high quality stationary increases the chances it will be opened. Unlike phone messages or e-mails, a physical letter can be put aside and reread later.
5. Walk in and meet them. Cold walking has been around for ages. Businesses have slow and busy times of day. You try to catch it right. With small businesses, the owner might be the person behind the counter.
6. Become their customer first. You are prospecting local businesses. You buy stuff all the time. You frequent their restaurant. You say hello to the owner every time. You send them business. Now they should be more receptive to hearing what you have to say. You are looking at businesses where you are already a client as prospects for your business.
7. Connect via LinkedIn. You wouldn't be the first. You might post educational content to the feed. Shared connections means you know some of the same people. That can be a deciding factor in their decision to connect. Now you have an additional messaging channel.
8. Get an introduction. You know someone who knows them. You ask them how well they know the other person. Would they be comfortable making an in person introduction over drinks of coffee. When financial advisors do client/prospect dinners, they are basically using the same strategy.
9. You meet though an organization. You belong to the Chamber of Commerce. Your prospecting strategy has brought you inside their industry association. You belong to the college alumni association. You meet under the umbrella of the professional group.
10. They hear you speak. You both belong to the Chamber. You present a workshop. They attend. You are showcased. They are impressed.
11. They learn about you from others. This requires current clients being comfortable telling your story. I learned this from another financial advisor. Someone contacted him, asking to talk business. The advisor asked: "How did you choose me?" The answer was: "I asked around, looking for someone good. Yours is the only name that came up twice."
12. You spend money to be in the right place. Their firm supports a charity. There's a gala. You buy a ticket, walk up and introduce yourself.
13. You share a common interest. Your children attend the same school. You live in the same neighborhood. You see each other while commuting. You initiate a business conversation.
14. You compete for the business. The firm sent out a Request for Proposals (RFP). They organize a meeting where different firms competing for the contract deliver presentations. You have been selected. The right people are in the room. You meet them.
Some people think if you call, leave a message and get no reply, it's a dead end. There are other options.
Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, "Captivating the Wealthy Investor" can be found on Amazon.
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Bryce Sanders
Bryce Sanders, president of Perceptive Business Solutions Inc., has provided training for the financial services industry on high-net-worth client acquisition since 2001. He trains financial professionals on how to identify prospects within the wealthiest 2%-5% of their market, where to meet and socialize with them, how to talk with wealthy people and develop personal relationships, and how to transform wealthy friends into clients. Bryce spent 14 years with a major financial services firm as a successful financial advisor, two years as a district sales manager and four years as a home office manager. He developed personal relationships within the HNW community through his past involvement as a Trustee of the James A. Michener Art Museum, Board of Associates for the Bucks County Chapter of the Fox Chase Cancer Center, Board of Trustees for Stevens Institute of Technology and as a church lector. Bryce has been published in American City Business Journals, Barrons, InsuranceNewsNet, BenefitsPro, The Register, MDRT Round the Table, MDRT Blog, accountingweb.com, Advisorpedia and Horsesmouth.com. In Canada, his articles have appeared in Wealth Professional. He is the author of the book “Captivating the Wealthy Investor.”
